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At the same time, the rise of social media has empowered audiences in unprecedented ways. As sports media scholar Tywan Martin observed, "Millennials—the most coveted group in sports and entertainment—have more control over the market than they realize. The companies used to be good at directing ... audiences into what they should be thinking. But over the course of time, the fans revolted and became the ones dictating who they believed the 'good guy' and the 'heel' were". This shift in power dynamics represents a fundamental reordering of the traditional media hierarchy. End of POV 23-03